The document proposes a creative campaign called "#DiverseLikeYou" to promote the grand opening of the Burns Collective food hall in Sarasota, Florida. The campaign aims to highlight the diversity of cultures in Sarasota through the diverse food options available at Burns Collective. It will utilize social media, printed materials, and a community event to spread awareness of the opening and Burns Collective's mission of celebrating diversity. Key goals are to introduce the brand, spread awareness of the opening event, and establish partnerships in the community.

1. Creative Campaign Pitch
Leave Behind Deck
ELEC 350 | Ringling College of Art + Design Collaboratory

2. Meet The Team
ELEC 350 | Ringling College of Art + Design Collaboratory 2
Shelby
Senior Business of Art + Design
Project Manager
Mason
Senior Graphic Design
Design Lead
Joel
Sophomore Graphic Design
Designer and Researcher
Reed
Sophomore Entertainment Design
Environment Design Lead

3. 3
Document Navigation
04 Supportive Research & Strategy
07 Campaign Introduction
10 Campaign Look & Feel
11 Campaign Features
12 Target Markets
ELEC 350 | Ringling College of Art + Design Collaboratory 3
13 Campaign Rollout
14 Media Content
16 Goals, Objectives, & KPIs
18 Conclusion

4. 4
A Meaningful Grand Opening
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A strategy that feels human.
Within a Kantar industry research poll, we found that today’s consumers
are focusing on healthy lifestyles, their
fi
nances, and
fi
nding opportunities
for more family time post COVID-19. Consumers are also prioritizing
brands that show consideration for their employees, the environment, and
their community.
But what does this mean for Burns Collective? It means that consumers
need to feel that the business’ arrival within Sarasota is for more than
money and that your brand will help them make a di
ff
erence within their
own lives and the community they live in.
Successfully introducing the Burns Collective to the Sarasota Community
relies heavily on the
fi
rst impression impact the business makes. The grand
opening is an opportunity to show the people of Sarasota that the Burns
Collective is empathetic, educated on the needs and problems of the
community, and is the solution.
So, what is the problem?
Primary research told our team that there is a high demand for new and
unique experiences within the Sarasota population. Families and foodies
alike are desperately searching for meals and experiences that they cannot
create in their homes, and provide diverse
fl
avors representative of
unfamiliar cultures and backgrounds. This leads us to our key insight…
Supportive Research & Strategy

5. 5
ELEC 350 | Ringling College of Art + Design Collaboratory 5
Key Insight
Sarasota has a diverse population, but a lack
of diverse food options.
Our key insight is the root problem future Burns Collective customers face. This insight
is in touch with the people of Sarasota, utilizes empathy, and replaces a business mindset
with a human one. Having identi
fi
ed this insight will provide a strong foundation to not
only the Burns Collective overall branding but a meaningful grand opening strategy
executed through a digital media campaign.
Supportive Research & Strategy

6. 6
Why A Campaign?
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Forming human connection.
Expressing the Burns Collectives’ acknowledgment of our key insight is
what will put the outdoor food hall on consumers’ radars as they search for
businesses that support them and the community.
Developing a creative campaign as a way to market the grand opening of
the Burns Collective through a variety of media channels can display the
Burns Collectives’ proactive initiative, make an impact, and show that our
destination puts the people of Sarasota
fi
rst
A strong online presence.
A digital media campaign insures that there is branded content on a wide
scope of platforms and channels. This will not only be e
ff
ective in marketing
the brand of Burns Collective, but will simultaneously inform the public of
the Burns Collectives’ grand opening.
83% Of Sarasota residents claim to use social media and general online
searches to
fi
nd new places to eat. By pushing out strong and meaningful
content to online platforms the Burns Collective will expand brand
awareness and aid in forming a relationship with the people of Sarasota.
Supportive Research & Strategy

7. 7
ELEC 350 | Ringling College of Art + Design Collaboratory Campaign Introduction
7
Creating diversity within your lifestyle, diet, and activities is something we all
seek to keep our lives exciting. A campaign that shows the people of Sarasota just
what they have been missing, and that Burns Collective is the destination serving
up new food you didn’t know you needed.
The Sarasota population is a diverse one, with all kinds of backgrounds and
characteristics, so shouldn't we be enjoying experiences that share this diversity?
The Burns Collective chooses to celebrate this quality of Sarasota by being…

8. 8
#DiverseLikeYou
ELEC 350 | Ringling College of Art + Design Collaboratory

9. 9
This Campaign Is About…
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Revealing the grand opening
of The Burns Collective as
the spot to try something
new, do something you
haven't done before, and give
Sarasota what it’s missing.
Representing the
communities’ diverse
collection of cultures
through diverse food
options.
And lastly, it's about The Burns
Collective being a provider to the
community, supporting the diverse
groups within it, and celebrating
di
ff
erences and uniqueness through
a collection of options.
01 02 03
Campaign Introduction

10. 10
Look & Feel
ELEC 350 | Ringling College of Art + Design Collaboratory Campaign Look & Feel
10
Colorful and eclectic.
This campaign is visually colorful, playful, and eclectic
while featuring diverse patterns and gradients
representative of the brand’s core values and the people of
Sarasota. It looks like community tables, places to relax,
places to play, and people enjoying the space at any time
of day.
A carefully curated collection of food options and events
sparks feelings of excitement, getting out of your comfort
zone, and indulging in
fl
avors you never have before but
are longing to try.

11. 11
Campaign Features
ELEC 350 | Ringling College of Art + Design Collaboratory 11
Product line.
The campaign will feature a limited release collection
of unisex t-shirts with 25% of their pro
fi
ts going to
local diversity awareness organizations such as the
DEI Community Foundation.
Media content.
The print and digital content released will feature
quotes and experiences of Sarasota locals, vendors,
and the Burns Collective brand in e
ff
orts to spread
awareness of the brands’ mission and the grand
opening event.
Socially distanced event.
Kicking o
ff
the grand opening, the campaigns’ “
fi
nale”
will be a diversity awareness and vendor tasting
opening day event hosted at the Burns Collective
location with free admission.
Campaign Features

12. 12
Diverse Like Who?
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The young, wild, & free.
Single and active Millennials who are motivated by
new and budget-friendly experiences. This is the
largest target market, and they utilize social media
most when searching for new places to experience.
The quality seekers.
Urban families that prioritize their kids, quality
meals, and the experience that comes with them.
They explore new places to eat that are kid-
friendly and have healthy food options.
The active chillaxers.
Retirees who live in Sarasota, and are active in the
community. They enjoy being out and about, but still
want to feel relaxed. They learn about new experiences
through word-of-mouth and local news platforms.
Target Markets

13. 13
Campaign Rollout | 2021-2022
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Pre-Launch Launch Post-Launch
Kicking o
ff
the campaign with the
introduction of the brand and concept on
social media channels, account tagging and
hash-tagging Sarasota speci
fi
c trends and
in
fl
uential accounts will be essential to get
the announcement some attention
Continuation of branding portrayal on social
media platforms, interaction with anyone
engaging with the posts like replying to
comments, answering questions, tagging
in
fl
uencers, and reposting any honorable
mentions in the media talking about the
Burns Collective arrival
Announcement of the #DiverseLikeYou
campaign, introducing set dates for the
grand opening event, who can attend, and
other important details like charity
contributions and prices of food, entry, and
other products, etc.
#DiverseLikeYou is in full swing, featuring
Sarasota locals, stories about the vendors,
and any other contributions being made to
the community to highlight the mission
accomplishment
It is grand opening day, all released media
has been branded and enthusiastic, the
event is open and donations are being made,
the vendors are posting on their own
accounts as well, live stories and videos
circulating on social media
Burns Collective is open, the brand is
understood, and people have been trying
the diverse collection of eatable options at
the location. Posts of people who attended
the event, fun videos, and some behind the
scenes features are being posted
Continuation of showing o
ff
the success of
the event will give more material to
continue to advertise as you work to spread
brand awareness and the campaign initiative
awareness
By February, maintaining engagement is
the focus, the campaign is coming to a close
so the promotion of the limited product line
is in full swing to sell all inventory and give
as much as possible to local diversity
support groups
The announcement of #DiverseLikeYou
campaign is coming to a close, but it is and
will be a foundational element to the burns
collective, and they will continue to utilize
the success of the campaign through the
journey of achieving the business’ vision
Dec. 01
Dec. 10
Dec. 20
Jan. 11
Jan. 22
Jan. 25
Jan. 27
Feb. 01
Feb 10.
Campaign Rollout
*TIMELINE IS BASED ON THE ASSUMED OPENING DATE OF THE FOOD COURT PROJECT

14. Digital Media Content
ELEC 350 | Ringling College of Art + Design Collaboratory Media Content
Diversity and promoting the vision.
As previously mentioned, social media is the most important
communication channel in regards to reaching our various target
audiences. The campaign will utilize Instagram, Facebook, Snapchat,
Twitter, and TikTok.
The campaigns’ look and feel within digital media will be visually
synchronized with the Burns Collective branding but will have the
intention to further push the execution of diversity awareness and
prioritization within the business and the food vendors. Stories of
local Sarasota residents will be featured to promote the user
experience and show just how the Burns Collective is tackling our key
insight. Social media pages will be posted on daily, more than once if
possible, and will utilize strategic hashtags and in
fl
uencers tags in
order to spread awareness and appear in localized searches.

15. 15
Printed Media Content
ELEC 350 | Ringling College of Art + Design Collaboratory 15 Media Content
Brand awareness and key dates.
But what about our third media channel? And pro
fi
ts from
the campaign? We chose to utilize print media as well as
digital due to the research behind how our target markets
attain and collect information about local events and
businesses. Based on consumer insights and Sarasota local
trends, the print media will maintain straightforward and clear
communication, while still featuring brand personality.
Part of this printed media is the creation of a line of screen
printed t-shirts that can bring funding for both the Burns
Collective and local diversity-focused groups being that 25%
of pro
fi
ts are donated. This channel of media distribution will
prioritize the business’ brand awareness, the campaign
awareness, and will express key dates and event details for the
grand opening.

16. 16
Measurements of Success
ELEC 350 | Ringling College of Art + Design Collaboratory Goals, Objectives, & KPIs
16
KPIs
• Reach gain 100+ social media followers within
the
fi
rst 3 weeks of opening
• Have 1 solidi
fi
ed community/diversity-focused
key partnership and a set date for an event
within the
fi
rst month of opening
• Reach 50%+ engagement levels on social media
with followers within the
fi
rst month of
marketing strategy activation
• Gain 2 local media channels to place
advertisements in within the
fi
rst month of
marketing strategy activation
Goals
The goals, objectives, and key performance indicators
have been determined for the development of the
campaign to be e
ff
ectively monitored, kept on track,
and reach the preferred level of success! Once the
goals are established, objectives to meet said goals are
set, and then KPIs will be determined to assess if the
goals and objectives have been reached.
• Introduce the brand and spread awareness
• Highlight activism in the community and the
brand values
• Have a signi
fi
cant turn out at the grand opening
event
• Establish key partnerships within the
community and for future marketing purposes
Objectives
• Announce the brand, campaign, and location
with strong visual and verbal branding
• Host events for the community and diversity-
focused kay partners
• Create “hype” or “build-up” through strong
marketing tactics, even creating an Instagram or
Facebook poll to gauge how many people will
attend while also letting others know people are
attending and feel excited to go to the grand
opening event
• Market in the Sarasota magazine, on local radio
stations, new channel commercials, etc., to
create awareness while establishing partnerships
to be able to market on said channels in the
future

17. 17
Let’s Recap
What this campaign does for the Burns Collective
ELEC 350 | Ringling College of Art + Design Collaboratory

18. 18
Conclusion
ELEC 350 | Ringling College of Art + Design Collaboratory Conclusion
18
Being #DiverseLikeYou.
We are suggesting a human-focused campaign that showcases the diverse cultures,
values, and artistry of Sarasota. The Burns Collective can utilize this creative campaign
to introduce itself to the area while simultaneously making a positive impact on the
community, and that’s what food halls are all about. By celebrating diversity within
Sarasota, bringing more of it, and harnessing a mission and vision that is driven by
supporting the community, the campaign will make all feel welcome and give back to
those who have inspired the business.
The Burns Collective is - #DiverseLikeYou.

19. 19
Thank You For Viewing
Contact Us
Shelby Robinson | srobinso@c.ringling.edu |shelbyrobinsonbranding.com
Mason Pocklington | mpocklin@c.ringling.edu | masonpocklington.com
Joel Reyes | jreyes@c.ringling.edu | https://www.linkedin.com/in/joel-reyes-89645b192/
Reed Schueler | rschuele@c.ringling.edu | https://www.linkedin.com/in/reed-schueler-7180b6197/
ELEC 350 | Ringling College of Art + Design Collaboratory